Hettich India Targets Tier-2 and -3 Markets in Bengal and Eastern India
German-based furniture fittings manufacturer Hettich, which has been operating in India for 25 years through a partnership with the Adventz Group, is embarking on a significant expansion drive. The company is focusing on tier-2 and -3 markets in Bengal and other parts of eastern India by enhancing its distribution network and implementing a franchise model.
Expansion Strategy and Franchise Plans
As part of a renewed B2C strategy, Hettich has revamped its experience centre in Topsia, Kolkata. Currently, the company operates 11 experience centres and 12 franchise stores across India. Andre Eckholt, Managing Director of Hettich India, SAARC, Middle East and Africa, revealed plans to add approximately 20 more franchise outlets this year. "We are looking for franchise partners in Bengal, which is a fast-evolving region for us," Eckholt stated. Under its Rural India strategy, Hettich aims to establish 100 exclusive centres or franchises nationwide, with Bengal identified as a high-potential area for growth.
Company Background and Investments
Founded 138 years ago, Hettich is one of the world's largest manufacturers of furniture fittings, boasting a global turnover exceeding 1.5 billion euros. Since 2013, the company has invested around Rs 2,000 crore in manufacturing operations in India, operating five production units across the country. While Hettich currently has a warehouse in Dankuni, Bengal, there are no manufacturing units in the state yet. "As of now, we don't have any manufacturing unit in Bengal, but we may consider setting up one in the future, depending on business growth," Eckholt added.
Skill Development Initiatives
Saroj Kumar Poddar, Chairman of the Adventz Group and Director of Hettich India, highlighted the company's commitment to skill development. "We plan to set up a training centre in Kolkata to train carpenters from across eastern India," Poddar said. This initiative aims to support local craftsmanship and align with the expansion efforts in the region.
With its strategic focus on franchise expansion and skill enhancement, Hettich is poised to strengthen its presence in India's evolving furniture market, particularly in eastern regions.
